The 2011 Annual Report Design for Outward Bound needed to stand alone in its own right, whilst also retaining an easily recognisable ‘Outward Bound’ feel – ‘Same, but different’ was the brief. Taking certain elements and creating new ways of displaying them showed the organisation’s continuity of thought and mission.
Brand by Name created an overriding strategy of ‘Individual Stories’. We chose a range of past and present course participants, staff, and corporate supporters. Organising the actual interviews took us all over Australia, from the Northern Territory Outback through to a school in Tasmania. Their stories and the related images chosen demonstrate the heart of the Outward Bound mission and values.
Tactile textures and natural colours take the edge off a financial and straight-forward report, while careful placement of imagery brings the personal side to the forefront.